Female-focused Sports Group Launches
John Postlethwaite and Fraser Houlder have launched a new agency focusing exclusively on mixed gender and female sports.
Female Sports Group will be the first full service consultancy with the exclusive dedication and has a stated mission to help “generate significant increases in corporate investment into the female sports sector”.
According to the website, Female Sports Group provides consultancy services for brands, rights holders and NGB’s and full sales, event and exploitation services.
Postlethwaite has held marketing roles at a range of companies within the corporate sector and was commercial director of the Benetton Formula One team in the mid 1990s. He later launched his own agency, Benfield Sports International, before it was acquired by IMG in 2007.
Houlden has worked in sponsorship for 15 years, most recently as general manager for BDS Sponsorship.
Postlethwaite commented: “We strongly feel that mixed gender and female sport is at a tipping point and the professionalism, quality of events and broadcast opportunities in these sectors are on a steep upwards curve.”
“Most major brands still ignore this space and have yet to formulate a female sports strategy and we feel that we are well placed to accelerate their learnings across the spectrum of mixed gender and female sports.”
